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New scoring system that ranks games based on their representation of race, gender and disabilities reveals there’s still a long way to go to accurately represent the diverse communities playing them

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diversity in the gaming industry
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A new study by Currys PC World investigating diversity in the gaming industry has found that, while the representation of race, gender and disabilities has improved in games since the nineties, there is still a distinct bias in favour of the young, white, straight male.

Using a bespoke scoring system (please see methodology for breakdown), they analysed games that have made a mark at E3 and The Game Awards over the last 20 years. Games were awarded points for: female characters in prominent positions; for exploring LGBTQ+ plot points or themes; for mixed race characters prominently placed in the story; and for disabled characters or references. Their key findings are below:

Ethnic minorities are still underrepresented in games, but things are (slowly) improving

Despite efforts being made in recent years to improve the ethnic diversity of characters in games, an analysis of all games nominated for a Game Award from 2003 to 2018 unearthed that black and ethnic minorities are still severely underrepresented.

While RPGs (role-playing games) sometimes offer a choice of playable characters, their default characters are often white. When other ethnicities are represented, it’s also common for them to be type-cast.

“The diversity that is applied to white characters is something that is often missing when other races are depicted in games.” Adam Campbell, co-founder of POC in Play. “Representation still feels incomplete and inconsistent. We’re still also hard pushed to find those protagonists that are not the stereotypical Indiana Jones or the tough, bald, male type, so ‘diversity’ is the exception rather than the rule.”

·         Proper ethnic diversity is still lacking. Only 3% of Game Award nominees (2003-2018) have featured a person of colour as a default protagonist.

·         Grand Theft Auto: San Andreas and The Walking Dead are the only games where a playable person of colour is baked into the story from start to finish.

·         Fallout 4 doesn’t feature a specific character on the cover, but the player creator screen serves a generic white male/female face as the first thing you see.

·         Canada is by far the best at getting representation right. Edmonton’s Bioware has put an emphasis on freedom of choice of character, and Ubisoft Montreal consistently tells diverse stories (e.g. Assassin’s Creed).

Representation of women in games is on the rise, yet the characters are often hyper-sexualised

With as many as 42% of gamers in the UK being female (and that number rising to 52% in France[1]) it only makes sense that women are represented equally in games. This doesn’t appear to be the case, however. While the last decade has seen a 189% increase in games featuring playable female characters, fewer than a third of game covers feature a woman in a prominent position. When women are featured, they’re often sexualised. For example, the cover of San Andreas sports a blonde-haired woman in a come-hither pose.

“Female characters have historically been hyper-sexualised for the male gaze in gaming,” says Jay-Ann Lopez, founder of Black Girl Gamers. “You can observe this with the various representations of Lara Croft. I do not believe there is an inherent problem with women being viewed as sexy. However, when it is the only version of women shown, it strips us of our depth and limits us to serving as purely visual objects. Still, there are more and more holistic and nuanced female characters appearing within games.”

·         Game covers continue to put men first. Only 11% of covers have women as the focal point, or with a share of the focus.

·         From 2012 onwards, diversity has markedly improved. The Walking Dead release that year starred a black man (Lee) and a young mixed-race girl (Clementine) and was a critical and commercial hit.

The notion that people with disabilities need to be “fixed” is rife in the gaming industry

On the rare occasions that disabilities are represented in games, they are more likely to be physical ailments than mental. Mental health has only been tackled in the last few years as awareness rises. Plus, characters with a physical disability are often “fixed”.

Accessibility expert Ian Hamilton says: “This notion that people with disabilities are broken and need to be fixed – a concept known as the medical model of disability – was rejected and abandoned in the 1970s, yet still persists in media and in games, often through the trope of medical conditions being replaced by superhuman powers or superhuman prosthetics. Moreover, games are often guilty of furthering the myth that a disability is rare, with all the impact that has on broader prejudice and discrimination.”

·         Deadly Premonition shows protagonist Francis York Morgan talking to an imaginary character, Zach. What starts off as a curious subplot turns into a fascinating exploration of mental health.

·         The Joker, ace pilot of Mass Effect’s SS Normandy, suffers from Vrolik syndrome (brittleness of the bones), while Lester, the sardonic sidekick in Grand Theft Auto V, has an unnamed wasting disease. Yet both men are fiercely independent in spite of the challenges they face and are not defined by their disabilities.

LGBTQ+ themes are being explored more in gaming narratives

LGBTQ+ themes are rarely explored in games, and that’s especially true of the biggest titles.

This being said, things are improving. Some of the biggest games to tackle homosexuality with grace in the last 20 years include:

·         Assassin’s Creed Odyssey (2018) and The Sims (2000) with both allowing you to enter a relationship with anyone you please

·         The Last of Us (2013) boasting an expansion pack that portrays Ellie in a relationship with another girl,

·         Fallout 3 that features a romanceable gay character, and

·         Life is Strange (2015) that explores a number of well-written gay characters.

“Dream Daddy: A Dad Dating Simulator lets players be either a cis or trans man and captures a reality of the gay community I haven’t seen before in a game. Not every game can be Dream Daddy – and not every game has to be.” Alayna M. Cole, MD of Queerly Represent Me.

·         Only 11% of GOTY nominees and E3 winners offer up significant LGBTQ+ storylines.

·         From 2009-2018, there’s been a 300% rise in games featuring proper representation when compared to the preceding ten years (1999-2008).

Ultimately, things are getting better. Since 2012, nearly half of all games have featured diverse casts, LGBTQ+ themes or characters of colour – as opposed to 26% pre- 2012. Plus, The Last of Us II, one of the biggest PS4 games coming out in the next year, is set to feature a female LGBTQ+ lead. With time, here’s hoping that the enduring (and inaccurate) stereotype – that only young, white men play games – will fizzle out.

[1] https://en.wikipedia.org/wiki/Women_and_video_games

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SKS365 keeps investing in people: GROW People Management Program took the next level

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11 experienced people managers from the SKS365 group’s 4 locations gathered last week in Belgrade for the new GROW People Management Program. From 15 th to 19 th of April, through trainings, discussions, and social connections, people had the opportunity to further grow individually and as a team, while enjoying Belgrade’s city center and rivers.

Created in 2023 with the purpose of building foundation people management skills across the organization, GROW initiative evolved this year by including a new, advanced program for experienced people managers to further consolidate their skills and prepare for future opportunities.

Building and fostering connections, sharing experiences, and enjoying team building experiences – all these activities have been part of the GROWpmp agenda for the 11 people managers coming from Commercial, Product and Development, Finance, and Sportsbook departments of the group’s 4 locations – Malta, Italy, Austria, Serbia.

GROWpmp included a variety of topics that people managers in SKS365 recognized as the key areas for management development. Topics such as influence through communication, team effectiveness, DEI, through to presentation skills and business topics like understanding finance and management reporting, were delivered with the support of external professionals and internal experts, while designed and organized by the SKS365 People & Culture team.

 

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Kindred’s Share of Revenue from High-risk Players Shows Slight Increase

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Kindred Group plc’s (Kindred) share of revenue from high-risk players showed a slight increase to 3.2% (Q4 2023 3.1%) in the first quarter of 2024. Compared to the first quarter of 2023, the high-risk revenue share decreased marginally. The percentage of detected customers who exhibited improved behaviour after interventions came in at 87.1% (compared to 87.4% in Q4 2023 and 83.0% in Q1 2023). This sustained trajectory in the improvement effect after interventions, observed over an extended period, serves as a testament to the strong dedication and collective efforts throughout the company. It reflects Kindred’s ongoing commitment to fostering positive change within the industry.

“We continue to see our share of revenue from high-risk players fluctuate quarter to quarter, and we are working closely with all teams across the company to support customers towards a more sustainable gambling experience. However, it is encouraging to see that our Journey towards Zero data has steadily decreased since 2020. A similar trend can be seen across the healthier gambling behaviour effect after interventions. This tells us two things: our work is paying off, but we need to continue to push ourselves to propel a sustainable progression,” Alexander Westrell, Director of Communications at Kindred Group, said.

“It was very encouraging to witness the open and transparent discussions at the Sustainable Gambling Conference in London on 20 March, where those with lived experience shared their important stories. Also, it is evident that technology is moving forward, and will provide greater opportunities to detect and intervene in the future. We hope to see more regulators engage with the industry and with experts to secure a more sustainable industry for everyone,” Alexander Westrell added.

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PENN Entertainment Names Aaron LaBerge as Chief Technology Officer

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PENN Entertainment announced that Aaron LaBerge has been named Chief Technology Officer (CTO) effective July 1, 2024, subject to customary regulatory approvals. Mr. LaBerge will report directly to PENN CEO & President Jay Snowden.

In his new role, Mr. LaBerge will be responsible for driving the technology strategy and execution for PENN, while leading the multinational team of technologists and serving as the key business leader for the company’s Interactive division.

Mr. LaBerge spent more than 20 years at The Walt Disney Company, in two stints separated by five and a half years as a technology entrepreneur. He was most recently President & Chief Technology Officer for Disney Entertainment and ESPN where he was responsible for driving all technology and product development in support of The Walt Disney Company’s two media divisions. In that role, he helped set the vision and strategic leadership for how Disney uses technology to enable storytelling and innovation, drive its business, and create unparalleled consumer experiences with entertainment and sports content.

“We are thrilled to have someone of Aaron’s caliber join our PENN executive team. Having overseen a global organization of thousands of engineers, product developers, designers, technologists, and data scientists that created some of the largest scale and most successful media properties in the world, there is no better candidate to lead our Technology and Interactive division into its future. I know Aaron is looking forward to working with Todd George, our head of operations, and our entire Executive Team to continue growing our position as a leader in online gaming, sports betting, and digital sports media,” Mr. Snowden said.

“I’m excited to join another talented team at PENN Interactive and lead our technology strategy. PENN Entertainment is at the forefront of the fast-changing gaming and sports media industry. I plan to use my experience from Disney and ESPN to help make ESPN BET an essential piece of the sports fan experience. Together, we’ll push the limits and redefine how fans interact with sports and gaming,” Mr. LaBerge said.

Prior to his most recent role at the Walt Disney Company, Mr. LaBerge was Executive Vice President and Chief Technology Officer at ESPN from 2015 to 2018. At ESPN he played an instrumental role in the growth of ESPN’s consumer-facing digital media products and services – leading many of ESPN’s most ambitious and challenging projects and helping establish ESPN’s position as the leader in digital sports and innovative sports technology development. He was a key architect in the design, development, and engineering of ESPN’s state-of-the-art facilities in Bristol, CT; Los Angeles, CA; Charlotte, NC; and Austin, TX, as well as data centers and infrastructure that connect those facilities around the world, as well as the technology design and development to support the launch of the multi-platform SEC Network.

Between 2007 and 2012, LaBerge was co-founder and CEO of Fanzter, Inc. – a venture-funded consumer software and digital product development company. At Fanzter, he directed all day-to-day operations and led the development and launch of a variety of consumer-focused internet and mobile products, ground-breaking social and commerce technologies and more.

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